Hasbro named master toy for Saban's Power Rangers

Hasbro will produce and bring to market toys, games and role play items for Saban's evergreen brand from April 1st 2019.

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Hasbro has powered up it's licensed offering, as Saban Brands has named the firm master toy licensee for Power Rangers.

Under the terms of the agreement and in collaboration with Saban Brands, Hasbro will design, produce and bring to market a wide variety of toys, games and role-play items inspired by the franchise and its entertainment properties. Hasbro will hold the worldwide rights, excluding Japan and certain other Asian markets, effective as of April 1, 2019.

“We are honoured to create a world of play experiences for such an iconic action brand,” said Brian Goldner, chairman and CEO of Hasbro. “Saban’s Power Rangers are universally recognized and their hallmark attributes of teamwork and inclusivity perfectly align with our core values at Hasbro.”

“Hasbro leads the way in brand storytelling and creating engaging experiences across its exceptional portfolio of blockbuster and partner brands,” added Haim Saban, founder of Saban Brands and creator of Power Rangers. “Quality, innovation and a focus on designing dynamic products for fans of all ages makes Hasbro a great partner for Power Rangers.”

Hasbro first set of Power Rangers products are set to drop in Spring 2019. In recognition of this investment, during a period of time after Hasbro becomes the master toy licensee, the arrangement between the parties provides Saban Brands and Hasbro with the opportunity to initiate Hasbro’s purchase of the Power Rangers property.

Having originally launched in 1993 as Mighty Morphin' Power Rangers, the brand has become one of the longest-running kid's live-action series in history, currently airing in 150 countries and supported by a Hollywood movie that launched last year.

Since its launch to screens in 1993 to big blockbuster movies, Saban Brands' Power Rangers has been propelling the boys' market for a quarter of a century. Licensing.biz explore the might of the brand.

With a new TV series airing on Nickelodeon in the US and POP in the UK as well as a box office smash with the Power Rangers Movie, Saban Brands' Tim Juckes talks Licensing.biz through the success of Power Rangers for 2017 and beyond.